Dear Freelance Copywriter is not about how to get filthy rich as a freelance copywriter (although there’s nothing wrong with that). It’s a place where every freelance copywriter, whether wannabe, newbie or experienced, can get honest answers and useful advice.

Saturday, December 17, 2011

Sometimes I have to revise my copy five times before my client says it's right. What should I do? -- signed "Tired of Rewriting"

Dear Tired:

It's a sad fact: not all clients say what they mean or mean what they say. Part of your job as a freelance copywriter is to get the message straight---before you start writing. Most
advertising agencies and design studios use an account planner to draft a
“communications brief” (also called a "creative brief") at the start of any creative project. It’s an essential document that gets agency and client
singing off the same sheet of music. But as a freelance copywriter, you probably don’t
have an account planner. No problem, just ask your client the following six questions, the
answers to which will make your life a lot easier.

Who are we talking to?

List the audiences and influencers for the
project. Order them by importance.

What do they believe about (Company/Product/Service) now?

Put down
what the target audience thinks about your client’s company/product/service, e.g.,
“Target audience thinks that Company A only sells server software.”

What do we want them to believe?

Put down
what you want the target audience to think about Company A after they read your
copy, e.g., “Wow, I didn’t know that Company A offers a full range of software
for desktops and networks.”

What is our key message?

The key
message is the principal idea or claim your copy should deliver. Don’t confuse
the key message with a tag line, positioning line, headline or theme. It is
none of these. It is simply a one or two sentence statement that describes the focal
point of the piece you are writing. Nail the key message correctly upfront and
your copy will practically write itself. (Not really, but it will seem that
way.)

The key
message should sound believable. And interesting. The trick is to come up with
a set of words that not only defines the uniqueness of your client’s
company/product/service, but is also capable of supporting the creative concept
you’ll develop.

Continuing
the example from above, one possible key message might be: “Company A’s
comprehensive software offering makes it easy for customers to find the tools
they need to maximize their productivity and efficiency—regardless of the software
platform they use.”

What makes this
true?

Using
bullet points, list three to six facts or proof points about Company A that
validate its key message.

What affects
the creative concept?

Describe
any limitations or mandatories that affect the work, e.g., “In building Company
A’s brand, it’s important to a find a unique space that Company A can own and
occupy by itself. Therefore, the creative concept for this project should help
define what that space is.”

One more thing...

The
communications brief you develop is of no use until you share it with your
client and he or she signs off on it. Once it’s approved, you’re ready to
write.

3 comments:

Very much liking this Robert! My own client briefing sheet is longer and changes according to client/job/sector etc, but yours gets right to the point. If the client finds it hard to pinpoint the key message, I find it's useful to phrase the question as "If readers remember only one thing from this communication, what do you want it to be?"

Good point, Tamara. I use that line often. When I first started freelancing, my questionnaire was two pages long. Now, I subscribe to the less is more model. I should have added, though, that these are starting points, conversation starters. The copywriter still has to probe, explore and expand.

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About Dear Freelance Copywriter:

I’ve sustained a freelance copywriting career for more than 20 years. I've written advertising and annual reports for some of the world's leading corporations, including The Coca-Cola Company, Polo Ralph Lauren, Newell Rubbermaid, Emirates Airlines, Neenah Paper, Universal Electronics, CDC, Equifax, and Progress Energy. I’ve picked up plenty of wisdom along the way. And I’m happy to share it with you. For free.